
Yesterday I had cause to make my first visit to Hobbycraft, the UK market’s latest attempt to convince us that retail parks are cool places to hang out. In case anyone hasn’t heard of Hobbycraft, I think it can be accurately described as a sort of supermarket for creative types. This place sells every kind of material, tool and accessory the would-be crafter could ever hope to purchase, and then some (anyone who has ever struggled with having too much choice would be well-advised to steer clear, by the way).
What struck me as I entered the floodlit aisles of this stadium-sized mecca was just how many ‘hobbies’ (I’ll try to use the term loosely) it caters for. It doesn’t only sell sewing, knitting, cross-stitch and crocheting materials by the truckload, but it also does a remarkable trade in cake decorations, model aeroplane kits, art supplies and stationery. Hobbycraft seems to have opened up a colossal umbrella and is now attempting to usher anyone who has ever done anything even tangentially creative beneath it, promising to cater for their every need, past, present and future. It seems to think that people who paint, people who build models and people who bake cakes are one and the same, and that it’s therefore more than acceptable to bunch us all together like sheep from separate flocks. We’ll all end up at the slaughterhouse in the end, who cares that his fleece is marked blue and mine red?
On top of this, I really found myself struggling to work out how Hobbycraft managed to dream up its catchphrase which if I rightly recall was something along the lines of “the home of great ideas”. I doubt I’ve ever found myself in a place that’s less inspiring, and the only idea that came to my mind as I wandered up and down the soulless aisles was that I wanted to get out of there fast. And that was before I discovered how freakishly over-packaged, not to mention wildly overpriced the stock is. £10.99 per metre of printed cotton fabric (I regularly buy similar stuff for less than half that in my local fabric shop). £9.99 for a modestly-sized bag of what can really only be described as odds and ends for the sewing box – the type of thing you can glean for gratis from old clothes, nice packaging and left-overs from other projects. Hobbycraft seems to think that going to the trouble of putting all those little scraps of fabric, ends of ribbon, feathers and beads into a plastic bag and then presenting them to the customer in clean, warm surroundings somehow justifies their charging a tenner for what is essentially a pile of scrap that anyone with a talent for re-using could throw together for free. It’s the complete antithesis of thrift, and it’s laughable.
I also really hate to think of the impact that the Hobbycraft presence is probably already having on the many independent haberdashers, art suppliers and stationers there are to be found across the country. One of my favourite shops in Edinburgh is the fabric store, an Aladdin’s cave of material, ribbons, buttons, lace and sewing supplies, all reasonably priced, and all piled high on ramshackle shelves in a profoundly chaotic but somehow completely beautiful fashion. It’s a family business, and I seriously struggle to think of an occasion on which I’ve come across a set of retailers with a more robust knowledge of their own trade. These people barely need to measure the fabric when they cut it for you, so keenly trained are their eyes. They also know pretty much every single price off by heart, which is admirable given the vast array of things they stock. It’s a pleasure to linger in such an environment, and I often find myself staying for well over an hour, just to soak it all up and let the ideas flow.
Perhaps somewhat unsurprisingly, the same can’t, at least in my short-lived experience, be said about Hobbycraft. While the staff seemed nice enough, they displayed little enthusiasm for their work, and their faded, cheap-looking “Hobbycraft” sweatshirts spoke volumes. If Hobbycraft really is the home of great ideas, why don’t they start by creating a staff uniform that’s a little more original and a little less DIY store? A decorative badge wouldn’t go amiss at the very least – it’s not like they don’t have every type of material conceivable to the human imagination at their very fingertips. If these stores are supposed to be places to feel inspired before you go off and spend hundreds of pounds on supplies for projects you’ll never get round to, the least this company can do is put some effort into its presentation.
But it’s not about inspiration, is it? Not really. They might want us to think so, but Hobbycraft is really little more than a cynical attempt on the part of the market to capitalise on the recent renaissance of craft-based hobbies and creative enterprises. The ‘make do and mend’ culture has never been more popular, and as a result, never has it been so potential a profit-spinner. I doubt Hobbycraft will ever attempt to brighten up its stores, or inject even a modicum of enthusiasm into its staff. Those things cost money, and are therefore diametrically opposed to the spirit of the entire operation. Better to pay the workers minimum wage (I’m guessing), churn out the cheapest and most generic-looking stores and uniforms possible and just watch, cigars in mouth and brandy glasses in hand, as those monetary savings morph into nice, chunky dividends. Like magic, right? Who needs creativity when there’s money to be made?
And therein lies my biggest grievance about Hobbycraft’s very existence. It’s a sham. It’s not about creativity, it’s not about flair, originality, inspiration or ideas, much as its tagline would have us believe. Hobbycraft is about making money, and making it hand over fist, to absolute hell with the annihilation of everything many of us creatives hold dear.
And that, in itself, is why I won’t be going back.
Image above from Flickr – mrjoro.